Title Jumei : Chinas top online cosmetics retailer and the quest to become the top E-commerce hub for women / Mingan (Joanna) Wang (Rutgers Business School, Rutgers University, Piscataway, New Jersey, USA), Can Uslay (Rutgers Business School, Rutgers University, Piscataway, New Jersey, USA)

Published Bingley, U.K. : Emerald Publishing Limited, 2018 018

Online access available from: Emerald Emerging Markets    View Resource Record

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Description 1 online resource (7 pages) : 21 illustrations Series Emerald Emerging Markets Case Studies, 2045-0621 ; volume 8, issue 3 Summary Jumei, founded in 2010, had already become Chinas biggest online retailer of beauty products. Its 31-year-old Founder and Chief executive Officer (CEO) Leo Chen had become the youngest CEO of any NYSE listed company in 2014. However, Jumei was currently facing a major milestone. Could it become a mega-commerce hub like Alibaba? Or should it stick to its core product line cosmetics which was already being challenged by luxury retailers and other horizontal e-commerce competitors? Notes The case will provide the students the opportunity to conduct a situational analysis Identify and prioritize generic business and marketing strategies, review concepts of brand/line extension and conceive new product ideas, assess Jumei potential as a business-to-customer platform and assess brand equity and potential by comparison to another diversified brand Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes CSS 8: Marketing Includes index Bibliography Includes index and bibliographical references Audience Medium, can be used for undergraduate marketing electives and graduate core courses Subject Cosmetics industry -- Internet marketing Electronic commerce -- Management Product management Business & Economics -- Industries / Fashion & Textile Industry. Cosmetics, hair & beauty. Genre/Form Case studies. Form Electronic book Author Uslay, Can, 1973- author

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